Amazon announced a new initiative called Device Targeting, which is a feature tailored for helping developers create apps across all of its Kindle Fire tablets. This new program allows devs who make applications the ability to use APKs for specific devices such as all the Kindle Fire’s, no matter the screen size. It’s a good idea because it makes things less confusing to users by eliminating multiple looks or versions of mobile applications. Device Targeting allows customers who download an app get the proper version delivered to the right devices.

Amazon is sure the new feature will not only make life easier for developers, but improve the user experience. The giant ecommerce company says this will enhance “app brand messaging, build customer trust and loyalty, decrease catalog fragmentation, and strengthen [developer] footprints on Amazon.”